Marketing Techniques for Small Businesses: A Comprehensive Analysis

This report examines the significance of various marketing techniques for small businesses, focusing on the case of 4com plc. The introduction defines marketing and its role in achieving customer satisfaction and business objectives. The background section provides insights into 4com plc's establishment, services, and industry context. The core of the report answers the research question by exploring the extent to which marketing techniques are important for small businesses, emphasizing brand awareness, customer engagement, and sales growth. It highlights the importance of marketing in enhancing brand prestige, attracting customers, and competing with larger rivals. Different marketing techniques such as Search Engine Optimization (SEO) and Content Marketing are also discussed. The report concludes by summarizing the key findings and the importance of adapting marketing strategies for small businesses in the competitive market. The report emphasizes the importance of digital marketing and optimizing online assets for business success.

Developing Academic
Literacy -Task 3
(To examine the different marketing techniques important
for small businesses)

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND INFORMATION OF THE COMPANY AND INDUSTRY.............................1
ANSWER TO THE RESEARCH QUESTION...............................................................................2
To what extent are marketing techniques important for small businesses?...........................2
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

Topic: To examine the different marketing techniques important for small businesses. A
study on 4 com plc.
INTRODUCTION
Marketing is the profitability using outcomes of studying the short term and long term
requirements to those who can able to pay for one time. It is activity, process for developing,
communicating and also exchanging the offerings which have value for consumers and partners
(Brooke, 2020). Marketing is set of the processes which are interdependent and interconnected
with the other business functions that aimed at attaining the customer interest and also
satisfaction. This is managerial and social process through which people and the groups are
obtaining what they require and want by developing, providing and also exchanging the product
value with the others. The professionals which work in marketing and promotion department of
company seek to get attention of main potential audiences by advertising. The promotions are
mainly targeted to audience and may be include the celebrity endorsements and others. The
marketing techniques are the long term and game plan of company with fundamental aim of
attaining sustainable competitive benefit through understanding wants and customer
requirements. The small firms using marketing techniques to enhance the visibility of brand and
also make improvement in the brand awareness. The marketing techniques helps in develop the
trust and loyalty with current consumers and existing.
BACKGROUND INFORMATION OF THE COMPANY AND INDUSTRY
4com plc was established in year 1999 with aim of make improvement in communications
of small market of United Kingdom. This company have been supplying the marketing leading
phone system to small market of UK more than 20 years. The main focus of this company is to
look for ambitious and talented people to join team and developing the effective technologies to
work effectively. 4com plc offers the telecommunication services to firm for the purpose of
increase sales. It mainly provides the features consisting the Full Voice Recording, computer
Telephony Integration and the Call Reporting. 4com plc company uses the social media as the
effective marketing technique as to aware the people about their products and services and also
communicate with them in an effective or significant manner (Eaton, Long and Morris, 2018).
4com plc company deals in the telecommunication sector. In United Kingdom,
telecommunication have been evolved early days of telegraph to the mobile phones and modern

broadband with internet services. The main focus of telecommunication sector is to make the
communication best possible in all over the world. This sector mainly contributes 4-5% of GDP
of United Kingdom and also plays necessary role in social and economic well- being of country.
ANSWER TO THE RESEARCH QUESTION
To what extent are marketing techniques important for small businesses?
According to Gleeson, (2019), Marketing is referring to the activity and procedure for
creating, communicating and exchanging offerings to customers as per their needs and wants.
The main purpose of marketing is to build relationship with customers and also make them
satisfied by providing them quality products and services. Along with this, marketing also assist
company to generate revenue and at the same time promote company products and services at
market place. Thus, it is important for company to promote their market image by
communicating as well as exchanging relationship with large number of people. Attracting
customers requires an appropriate and good marketing. While many small businesses believe
marketing is similar to advertising, it’s actually much broader. Marketing spans the entire
procedure of delivering a product or service to end customer as per their demand: from selecting
which kind of products to sell and where to sell them, to how to price and promote them. This
will directly support in increasing profitability level at market. In addition to this, the main
function of marketing is to know and understands what exactly customer’s wants and provide
them quality services accordingly (Korpela, 2018).
Importance of marketing for small business
Marketing is all about the research and analyse new and potential customers all the time
in order to understand them and also serve best quality services so that customers get satisfied
with company and its offerings as well. Furthermore, it is also related with the process of getting
people interested in company and its services to satisfy their demands. This is possible by proper
marker research, analysis and also understanding customer’s interests (Fernando, 2018).
Basically, marketing is considering as a broad term that includes various activities such as
advertising, promotions and public relations. All these are directly support small business to
improve their competitive brand image at market place that invite more and more people towards
company and its offerings. In context to this, 4Com plc is also get benefits from the marketing
activities because it provides assistance in improving their performance and at the same time also

influence customers to consume its services (Schwenger, 2018). Overall success of business
organization is highly depending over the ability to market their products and services effectively
at market area. For this, company focus on producing great products and services with the aim of
providing higher satisfaction to its customers. In relation to this, there are some importance of
marketing for 4Com plc to improve their completive image at market area are as follows:
Marketing helps enhance company prestige: Recognition of brand image in market place
can enhance after successful marketing efforts as it may assist in improving the possibilities of
keeping customers engage with its services. By using effective marketing, customers can easily
recall company products and services and at the same time also develop expectations of high
quality and excellent customer’s services (Grabe and Zhang, 2016). By managing all these
expectation of people, business can increase their demand in market place so that people can
easily recognise the products that they want from the firm for satisfying their needs.
Allow people to know about the products: In a market place, success is one of the important
aspect for every business organization as it is possible by improving marketing activities. In this
regards, marketing is the way of communicating with large number of customers in order to
make aware about what exactly company is offering in market place. By promoting services in-
front of market, company can increase its sales and profitability. When, customers have
knowledge about company products that they easily make their purchase decision. This can be
effective in promoting brand image at the same time also make customers loyal towards the firm.
With the help of this, firm can increase their market share and at the same time also established
its competitive image as compare to its competitors.
Marketing allow company to compete with larger competitors: Good marketing help or
allow company to compete their competitors at market place by serving best services as per
customers’ needs and wants (Sebolai, 2018). Basically, small business often has an advantage
over the competitors because of greater amount of personal attention of customers towards its
offerings. In this, good customer’s services and values are important for people because it they
prefer to consume quality services as compare to products prices. This is the reason that the main
focus of business is to provide values to its customers so that they get satisfied and also improve
their experience towards its offerings. With the help of effective marketing, firm can build
positive relation with their targets customers and make them loyal (Green, Dymock and Floyd,

2017). This will assist in increasing strong customers base and attain competitive advantage from
its rivals.
It helps to increase sales: If company have done their marketing activities in right way,
possibilities are increase to improve its brand image as customers are successfully recognise the
company products and services (Hansen, 2019). With the help of effective marketing, number of
customers get influenced and make a purchase from company offerings. In addition to this,
customers can also become a part of marketing campaign of company by writing positive
comments about its services on online platform like social media. This will directly increase
overall sales of business and at the same time also increase its customers base at market place.
Good marketing leads to sales and also enhance overall growth of business organization in a
competitive area.
Furthermore, there are some another importance of marketing for small business i.e. 4Com
plc in attainment of competitive benefits and success at wider market place.
 Marketing is an effective way of engaging the customers and help in maintaining a proper
communication so that there is no gap. It helps in providing the relevant information
about the product and the business. Social media is a best way of engaging the customers
by making the small videos.
 Marketing helps in building and maintaining the company reputation and helps in
maintaining the brand equity of the organisation so that the desired results can be
achieved (Hedgcock and Lee, 2017). It helps in meeting the expectations of the
customers and fulfilling their needs.
 Marketing helps in building the relationship between the customers and the business so
that there is a trust and loyalty amongst them. Marketing research is based on the
consumer behaviour which help in gaining the trust and delivers the product on time.
Customers became the brand loyal and will have the confidence to buy the product in
most suitable manner.
 It is a communication channel and helps in informing the customer about the product
offer to them. It helps the customers to understand their value and help in creating the
brand awareness. There is high competition in the market the person should have
convince voice to make the customer convince.

It helps business to maintain the relevance to the customer by listing to them and their
opinions regarding the other product. The relationship is maintained in a proper way and help in
maintaining the trust and the loyalty with the customers.
Importance of different marketing techniques for small businesses
Small businesses do not have advertising budget of larger competitors but there are many of
inexpensive ways to develop customer base. The owners of small business are looking for way in
order to track the brand awareness and ROI require the digital marketing. Not only the digital
marketing should have promoting services or products but also optimizing online assets is
necessary for overall success of business (Imbrenda, 2018). For the small business, this is
equally as necessary to have the updated information available for the potential consumers. The
main focus of marketing techniques is to enhance the brand awareness and increase brand
identity to enhance the sales and profitability of business. In regards to this, there are handful of
the marketing strategies for the small businesses which have proven to get bang for buck. These
are the marketing tactics permit to do lot with small budget as they give high return on the
investment.
Search engine Optimization: It an important marketing techniques for the small business by
search engine optimization. It makes easier for optimizing the site structure and make the
information easy to search and read. By making the small changes on the site the person can
have a higher rank on google and have more opportunities to search the new web pages. It is
important for the small business owners who are searching the local business and use the mobile
device frequently to find the nearby locations. It helps in reaching the target customers very
frequently by searching or by making a site on SEO. 4 COM PLC Company can use the SEO
because it helps in improving the visibility online and buyers can contact the company directly
by searching on the google.
Content marketing: It is an also marketing strategies for the small business. It helps in
creating the quality of information to the users which gave them a proper result in the future. It is
a key in which the audience are the most important and we have to fulfil their needs and the
desires (Leki, 2017). This marketing techniques focuses on the long term issue of the company
and helps in providing the quality of content to the SEO. It helps in building the trust with the
audience and helps in creating the positive brand identity and makes the powerful relationship
with the customer which gives a better result in the near future. Content writing provides a good

return on the investment or help in sharing and promoting the content in the market (Marais, Nel
and Fourie, 2020). 4COM PLC can use the content writing strategies and help in building the
trust and relationship so that the customers can maintain for life long.
PPC advertising: This advertising technique is used by the small business as they show their
ads when people is searching for the product relevant to this as the person get attracted by this
and open the ads. In Pay-Per-Click the payment is made very quickly as the consumer click on
the content of the ad. Advertisers bid on the certain keywords and offer new products and
services. The search platform is used to determine whether the ad is qualitative or relevant or not.
Google is the best place of starting the PPC advertising as it gives benefit because google is
operated by the person on regular basis. 4COM PLC can use this advertising technique as it
works in a best way of finding the efforts created and help in driving the traffic to the site.
Facebook advertising: It is a platform which can be used by the small business to advertise
themselves in the most proper way. As the ads provided on Facebook are most attractive and
they are less expensive and can be affordable by the people easily. Facebook is a good place to
reach the target market and helps them in a proper way. Facebook has the feature in which it
helps in narrow down the audience so that the relevant customers can see the content of the ad. It
helps in targeting the audience based on the characteristics such as age, gender, locations and
many other factors (Mostert and van der Walt, 2018). Facebook advertising helps in reaching the
customer in a very short period of time and help in maintain a good connection with them, fir the
Facebook advertisement person should have a business page. By adding the budget in the
Facebook advertisement person can achieve the success in a very less period of time. It is the
most profitable technique used by the people for attracting the customers. 4COM PLC can use
this strategy in reaching the new customer across the social media platform and have more
people connected so that the results can be obtained.
Email marketing: It is the best marketing techniques for the small business. Before
purchasing anything of your brand first they prefer to visit the site then only they will decide
whether they have to purchase the product or not. Once the customer has visited the sites it has
all the details regarding the customers. Leads generated from the email marketing are of high
quality and provide the best services to the customers. Before started designing or implementing
the email marketing firstly the market to be captured in a proper way and helps in deciding the
target audience. Different types of messages can be provided to person in the email list. As the

person can do their promotion by sending mails to the people (Wette, 2019). Email newsletter is
also a great way to remain in touch with the employees for the long period. 4COM PLC can use
the email marketing techniques so that they can remain in the mind of the customers and help in
proper communication with them.
Social media Marketing: This marketing techniques can be used by the small business for
the promotions and for engaging the target audience and build a relationship with the customers.
First decide the channel on which you have to spend the time in social media marketing. As the
channel choose should also be target oriented that helps in engaging the target audience in a
proper manner so that results can be get (Vu and et.al, 2019). After choosing the channels the
person should connect with the buyers and able to choose the content regarding the marketing in
a suitable manner. It helps in developing the techniques and compiling the contents and helps in
engaging and can provide the help you are in need of. Social media marketing helps in building
the good relationship with the customers and help in providing them the information they are in
need of. Social media marketing can be done by Facebook, Instagram, twitter, Pinterest and
linked in where the people are connected in large space and help in getting their information
easily. 4COM PLC can use this technique in building the connection with the people and help
the customers to reach online and connected with them very easily (Musanti and Mercuri, 2016).
These all are the effective marketing techniques for the small business to enhance the brand
awareness and also sales of business (Scholtz, 2019). Among all the techniques of marketing,
social media marketing is one of the effective social media marketing channels in order to reach
and also engage the target audience. People are largely engage or active on social media as
company should be asking to itself how much resources and time it plan to be devote developing
the social media audience and also fostering relationships with consumers and leads. With the
help of using social media marketing, 4 com plc can able to reach as well as engage audience in
an effective and significant manner. There are different social media channels 4com plc can be
used for an instance Facebook marketing. Twitter marketing, Pinterest marketing, Instagram
marketing and LinkedIn marketing. With the help of social media marketing, 4com plc can be
stay connected with the consumers and leads while expanding reach online.
CONCLUSION
From the above mentioned project it has been conclusion that marketing is an important
activity for every business organization to expand their business in competitive market place.

Mainly, it used to promote brand image in market so that large number of customers get attracted
towards its services. This can be beneficial in increasing their market share and at the same time
also attain competitive edge from its larger competitors. In addition to this, business organization
also use different marketing techniques that provide assistance in enhancement of brand image
and make their performance in market more competitive. As content marketing, Search engine
optimisation, Facebook advertising, PPC advertising, email marketing, social media marketing
and many more. All these are used by company to promote their brand and also invite large
number of customers towards its services. By this, positive and healthy relation with customers
can be easily developed that may contribute in increasing customers base at market place as
compare to its larger competitors.

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Online

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